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The roles of mass media, word of mouth and subjective norm in family takaful purchase intention

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dc.citedby53
dc.contributor.authorMd Husin M.en_US
dc.contributor.authorIsmail N.en_US
dc.contributor.authorAb Rahman A.en_US
dc.contributor.authorid55842769700en_US
dc.contributor.authorid57188718255en_US
dc.contributor.authorid57222537985en_US
dc.date.accessioned2023-05-29T06:12:30Z
dc.date.available2023-05-29T06:12:30Z
dc.date.issued2016
dc.description.abstractPurpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings � The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications � By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers� SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value � This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model. � 2016, � Emerald Group Publishing Limited.en_US
dc.description.natureFinalen_US
dc.identifier.doi10.1108/JIMA-03-2015-0020
dc.identifier.epage73
dc.identifier.issue1
dc.identifier.scopus2-s2.0-84962552138
dc.identifier.spage59
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84962552138&doi=10.1108%2fJIMA-03-2015-0020&partnerID=40&md5=d3ddbf2d4593426e445f82faf20d2b08
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/22826
dc.identifier.volume7
dc.publisherEmerald Group Publishing Ltd.en_US
dc.sourceScopus
dc.sourcetitleJournal of Islamic Marketing
dc.titleThe roles of mass media, word of mouth and subjective norm in family takaful purchase intentionen_US
dc.typeArticleen_US
dspace.entity.typePublication
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